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Brands had 6 years to understand how to tell chronological stories in social, thanks to Snapchat. “Stories” are now a mainstream social content vehicle, just like photos, videos and prose.

Facebook hasn’t yet said when this will launch for brands, but we should anticipate it will.

So ignore the Snapchat clone discussion. It’s time to apply that learning on Facebook!

The Instagram community has shown us that it can be fun to share things that disappear after a day, so in the main Facebook app we’re also introducing Facebook Stories, which lets you share multiple photos and videos as part of a visual collection atop News Feed. Your friends can view photos or videos your story for 24 hours, and stories won’t appear on your Timeline or in News Feed unless you post them there, too.

To add to your story, tap on the “Your Story” icon in the Stories bar at the top of News Feed.

SXSW was the birthplace of emerging user behaviors like the digital backchannel (Twitter), geolocation wayfinding (Foursquare, now Swarm), group chat (Beluga, now Messenger) and social streaming (Meerkat, now Facebook Live). I’ve attended 11 years, presented four times, and now serve on the SXSW Advisory Board, helping develop programming that ensures our thousands of attendees get an experience that leads up to the conference’s legacy.

Last year, space150 hosted a panel on Deep Web and Dark Social (CBS News coverage of our panel), focusing on the changing habits of users sharing more 1:1 and using chat apps instead of public social networks. A year later, that POV proved to be extremely fortuitious, and “dark social was mentioned in any panel that covered social media in 2017.

This year space150 was again excited to produce a panel focusing on emerging consumer behaviors and technology. This one covered the evolution of consumer engagement through emerging consumer tech products, namely Snap Spectacles.

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But considering that Snapchat is responsible for popularizing the vertical video format experts said that Spectacles were likely to catch on. Vertical video has always been preferable on mobile phones, but never before did a social network prioritize it, said Greg Swan, vp of brand innovation at space150. It was Snapchat that made it the gold standard.

“If this popularizes as fast as vertical video, we could expect to see my-eye-view video permeating not just Snapchat, but starting to come into other social channels and even TV production in the coming year,” he said.

Plus, it also has a cool and hip vibe, and is at a much lower price point than Google Glass in the past.

“While Glass was call-and-response, like ‘open maps’ or ‘take a photo,’ Spectacles are social — they are additive to the user’s social presence and not dependent on it,” said Swan.

As we said in Adweek, these glasses are poised to reset expectations and expand the boundaries of how we share social video today. More simply put, everyday consumers can now see what it’s like to look through their best friend’s eyes — and maybe DJ Khaled or Kim Kardashian’s soon.

GLASS VS SPECTACLES

Snap learned three key lessons in the three years since the launch of Google Glass: 1) Focus on fashion. 2) Factor in privacy. 3) And leverage scarcity.

Spectacles have really one use, and Google’s Glass Explorer program was designed to expand the boundaries of the technology. They are simply different, in a very simple way.

WHAT’S NEXT

Although Spectacles are intended for Snapchat-only, marketers should pay close attention to Snap’s overall impact on video production and consumption trends. There are leading indicators here worth noting.

Snapchat popularized the vertical video format, which caught many by surprise. Yet just this September brands began prioritizing vertical content for Facebook.

Vertical video has always been preferable on mobile phones, but never before did a social network — including YouTube — prioritize vertical video. But Snapchat made is the gold standard.

Now Snap is introducing first-person point-of-view through vertical social video — with no head-mounts or Go-Pros required.

If this popularizes as fast as vertical video, we could expect to see __{blank]____-eye-view video permeating not just Snapchat, but starting to come into other social channels and even TV production in the coming year.

SOCIAL POV CONTENT BREAKDOWN

First-person point-of-view content is some of the most compelling content for three reason: subject, location, and experience.

SUBJECT:
The old saying, “You can’t really understand another person’s experience until you’ve walked a mile in their shoes,” is now possible. Whether it’s your best friend, a celebrity, athlete or someone with an amazing job, we can now easily see what it’s like to be them. Marketers should rethink their spokesperson strategy immediately and get POV video options into their contracts.

LOCATION:
Advertising often uses jaw-dropping locations to inspire, and now anyone can be transported there as if we are actually there. Marketers who are just now getting used to 360º perspective need to be thinking POV now, too.

EXPERIENCE:
POV experience is the golden ticket here. The opportunity to share a POV perspective when skydiving, firefighting, skateboarding, or baking a pizza is now just $130 away. Marketers should rethink story boards to bring viewers the experience of not just being there, but being that person.

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Just over three years ago I was on WCCO explaining that Snapchat was the next big thing. Fast forward to 2016, and it’s been pretty fantastic experimenting with how brands interact with consumers in the popular chat app.

Specifically, at space150 this year we ran our summer internship program through Snapchat. We were the first company to advertise jobs exclusively through Snapchat geofilters, and the results have been extremely successful.

Here are a few of the filters we blanketed 29 colleges campuses from LA to NY with…

How a person comes across on paper and in person or on film can be very different so combining a social element with someone’s academic and professional record is a much better approach to getting a full picture of the individual. Here’s to hoping more companies adopt this application process in the future and ditch the age-old application forms.

This is the first time the agency has dedicated the entire recruitment process to Snapchat. Greg Swan, vice president of social, public relations and emerging media, says the social-media platform is already a place where students connect with friends and influencers. For an agency that receives 100 applications for every open intern position, Snapchat makes it easier to find what Swan calls “thinkers, disrupters and visionaries.”

“Whereas using Twitter to recruit was a story in 2009,” he says, “today’s recruiting medium of choice for top social-minded candidates is Snapchat.”

Candidates are expected to create a “snap story” to promote one of space150’s clients, a list that includes Nike, Buffalo Wild Wings and American Express. But there’s a twist: the story should be targeted at audiences in the year 2020. The agency will review the stories after an April 10 deadline and top candidates will be interviewed for an annual program that begins in June.

Swan says, “We wanted to cut through the traditional intern outreach and make something that captured attention and catalyzed candidates to spread the word for us.”